摘要
总结野生食用菌流通模式、主体、渠道和市场结构分析结果,可知当前野生食用菌流通市场存在现货交易为主季节集中度高、交易规模小参与主体多、流通商品转化加工滞后与行政控制与完全市场化两级并存等问题。针对这些问题,进行野生食用菌流通市场的资源整合与营销定位,通过增强流通市场体系意识、推动流通市场主体的组织化发展、提升现有流通市场功能与完善流通市场规则等整合市场资源,优化资源配置,加强内控管理机制;利用野生食用菌流通市场营销中商品差异化、价格、销售渠道与促销等定位,树立市场外在优质形象,发觉商机,拓展市场。通过资源整合与营销定位的内外结合发展壮大野生食用菌流通市场。
Based on the analysis of the circulation mode, main body, channel and market structure of wild edible fungi, we can see that there are some problems in the current circulation market of wild edible fungi, such as high seasonal concentration of spot trade, small transaction scale, many participants, backward transformation and processing of circulation commodities, and coexistence of administrative control and full marketization. In view of these problems, the resource integration and marketing positioning of the wild edible fungi circulation market should be carried out. The market resources should be integrated by enhancing the circulation market system consciousness, promoting the organizational development of the circulation market main body, improving the existing circulation market function and perfecting the circulation market rules, optimizing the resource allocation and strengthening the internal control management mechanism. The commodities in the circulation market marketing of wild edible fungi should be utilized differentiation, price, sales channels and promotion positioning, establish the external quality image of the market, discover business opportunities and expand the market. Through the combination of resource integration and marketing positioning, develop and expand the distribution market of wild edible fungi.
作者
刘燕
LIU Yan(Wuchang Institute of Technology,Wuhan 430065,China)
出处
《中国食用菌》
北大核心
2020年第2期202-205,共4页
Edible Fungi of China
基金
湖北省社科基金一般项目(2016080)。
关键词
野生食用菌
流通市场
资源整合
营销定位
内外结合
wild edible fungi
circulation market
resource integration
marketing positioning
internal and external integration
作者简介
刘燕(1980-),女,硕士,讲师,主要从事国际贸易方面研究。E-mail:13545115199@139.com。
